BRAND BUILDING
INTRODUCTION
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai. Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.
The pure taste of CDM defines the chocolate taste for the Indian consumer.
AND MORE..
The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. Did You Know: Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey.
BRAND HIERARCHY
A brand having different products positioned in such a way that is easy to identify the product and closely study it in a graphical way portraying brands marketing strategies.
CADBURY
CHOCLATES
WAFER CHOCOLATES
SNACKS
GUMS
MILK PRODUCTS BOURNVITA REGULAR 5-STAR BOURNVITA
BISCUITS
BAR CHOCOLATES
BYTES
BUBBALU
OREO
FILLERS
NUT CHOCOLATES
BILKUL
MULTI-BRAND STRATEGY
Sale of two or more competing brands by the same marketer exactly what Cadbury has been doing from its start. Multi-brand strategy- Cadbury with greater shares. MBS- Cadbury has created self space.
Competition within the brands profits the company.
Recognize the product that benefits the most. Diminishing results due to multi-brand strategy. Economies of scale. Cannibalization of brands within themselves.
ADVANTAGES OF MULTI-BRAND STRATEGY
Multi-brand strategy- greater space in market- less space for competitor. Different brands- filling up of price and quality gapssaturation of markets. Multi-brand strategy helps in case of brand switching consumers- in turn consumer loyalty and company serves effectively. Success of the initial brand decides the adoption of multibrand strategy. Success of initial brand- execution of second brand with no much expense. Cadbury using multi-brand strategy has created economies of scale.
BRAND EXTENSION
CADBURY
OREO
BOURNVITA
HALLS
BUBALOO
TANG
PERK
PERK MINI
5STAR
DAIRY MILK
GEMS
ECLAIRS
CELEBRATIONS
CRUNCHY
FRUIT AND NUT CRACKLE
FRUIT
CATEGORY EXTENSION SUB - BRANDS LINE EXTENSIONS
PERK XL
PERK XXL
ROSTED ALMOND
DESSERT WOVIE
PROMOTIONS
In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'. This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards. In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments. More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement / success. And the latest was with their campaign Subh Aramb
THE CONTROVERSY
Cadbury was stuck with the controversy when worms were found in one of their chocolates. The image of the company was shattered. The new packaging was just one part of the corrective measures the company initiated. The major thrust was on educating its dealers and retailers on the correct procedure for storage of chocolates. The company believed improper storage conditions resulted in the chocolates becoming vulnerable to infestation by foreign bodies. The company is continuing its efforts to provide airconditioned storage units to its dealers and retailers.
CO-BRANDING
Cadbury appointed him as its brand ambassador for a period of two years. The company believes the reputation he has built up over the last three decades complements their own, which was built over a period of 50 years. During the press conference [Link] had a word with the GM Marketing Mr. Sanjay Purohit regarding [Link]: Why Amitabh Bachchan as brand ambassador? Cadbury: He will appeal to people from 6 to 60 years of age. [Link]: How? Cadbury: Watch our new ads.
CUSTOMER BASED BRAND EQUITY MODEL
SALIENCE
Cadbury as a brand had its campaigns such that it just didnt tell the people we are their but they made them feel that we are there with each and every emotion of yours. Cadbury as a brand has always had its advertisements during various occasions. Cadbury as a brand has established its base in India targeting the emotions of an individual hence the brand is very well into his mind.
PERFORMANCE
Cadbury has always maintained its taste in all of its chocolates. Hence the customer comes back for the same taste and Cadbury serves them well. The taste of Cadbury is different from its competitors and that is what the customer craves for.
IMAGERY
Cadbury has always portrayed itself as a sweet which suits an individuals every emotion. Cadbury today has become a sign of sharing sweetness in a relationship. Because of cadburys ads which focus on emotions the customers can form imagery associations directly from their own experiences.
JUDGEMENTS
The customer thinks or considers the brand while making purchase decisions. Cadburys image is such that the customers view the brand as unique and better that other. The only time when the consumers judgments about Cadbury went drastically down was during the time of the controversy.
FEELINGS
Cadbury has always made its consumers feel that they are having something special. Cadbury produces a feeling of safety, self assurance and comfort. Eating Cadbury makes consumers feel amused, lighthearted, joyous, playful, cheerful, and so on and so does theirs ads say that.
RESONANCE
Cadbury has shared a relation of 50 years with the Indian consumers. Here Cadbury is not a chocolate, chocolate has become Cadbury. The customers now have a positive attitude to viewing the brand as something special in a broader context.
CONCLUSION
Cadbury has always targeted the whole audience and never targeted a particular section only. Cadbury should enter the segment of ice-creams and cakes. Cadbury has always given an emotional touch to their brand (through advertisements) but they should now try some other way of advertising maybe in a funky or freaky style because of the larger target audience including children and teens. If Cadbury comes up with cakes it will profit them more and no chances of loss. As cakes are usually consumed during celebrations, inaugurations what exactly the brand advertises as the moments of happiness the product will blossom. Slice cakes can be more profitable as kids today have their Tiffin boxes filled with slice cakes. Cadbury can come up with cold chocolate energy drinks and can tie up with Dominoes, KFC or Mcdonalds etc.
THANK YOU
